Analysis of Fairmont Hotel's Integrated Marketing Communication

This report presents an integrated marketing communication plan for the Fairmont Hotel, a large-scale hospitality provider. The report begins with an introduction to marketing's role in informing, influencing, and attracting customers, followed by an overview of Fairmont's services and its current market situation, including decreasing sales due to economic downturn and restrictions. The core of the report outlines the hotel's communication objectives, justifying the selection of communication channels such as social media, print media, and customer services. The integrated marketing communication plan includes an executive summary, vision, and mission statements, along with specific objectives to manage services, capture market share, and influence international customers. The plan also details messaging, creative, and communication strategies, including the use of a new tagline. Budgeting, evaluation, and control measures are also discussed. The report concludes by emphasizing the importance of communication objectives in delivering quality products and services to attract customers and maintain strong performance, along with the effective use of communication channels and a well-defined integrated marketing communication plan to achieve the hotel's goals.

Integrated Hospitality
Marketing Communications

 Introduction
 Communication objectives
 Justification for objectives
 Integrated Marketing Communication Plan
 Conclusion
 References
Table of Content

 Marketing is the need of organisation
which is performing for the purpose of informing,
influencing and attracting the customers. This can
help to increase the organisational performance in
managing the performance and maintaining
effectiveness. The presentation is about Fairmont
hotel that is large size hotel and resort, providing
variety of hotel services. This presentation covers
communication objectives and justification of
appropriate channel. Moreover, design and content
in relation to channel and objectives.
Introduction

Communication is important aspects for all organisation which
uses to share the information, getting new ideas and completing
the task in order to attain the business goals. This can helps to
maintain the good performance in competitive environment by
informing and attracting the people. In Fairmont Hotel and
Resort communication design with objectives are as defined:
Design communication objectives for a given hospitality
organizational situation

 Situation – Fairmont is super chain of hotel group that is providing different types of hotel
services is being connected to food, beverage, islands, visiting, staying, clubs and others which
helps to make the right buying decisions. The number of customers are increasing in this
organisation continuously which help to improve the brand image in competitive environment.
from the last 2 years the sale of Fairmont is decreasing due to economic downturn and
restrictions being made on corporate level in some countries that is challenging the customers
relation and decrease the number of customers. In this organisation management are designing
communication objectives that are defined:
Cont..

◦ Communication channel such as social media, print media, customer
services, online websites, advertisement and others are useful for organisation
which helps to understand what customers wants and how they can be
satisfied. For instance, Fairmont is selecting social media as it know now
people are becoming more digitalised and up to date so social media is the
best source and channel to integrate in communication and share the
information regarding products and services of hotel. This helps to increase
the organisational productivity and profitability in competitive environment
Provide justifications for the selection and integration of
communications channels chosen

 Marketing communication plan is documents which are prepared
by managers in order deal with difficulties and make the higher profits by
delivering right information. This is important for organisation to prepare
a marketing plan by involving strategies that helps to bring improvements
and attain the business goals. The main objective of Fairmont is to reach
the international customers and increasing profitability, a marketing plan
is prepared by event manager who organise event and provide the
information that are as defined:
Integrated Marketing Communication Plan

 .
Continue...
Executive summary Fairmont is large hotel that is providing different services
which attracts customers and increase the performance.
Vision and mission To capture high market share and brand awareness by delivering
best hotel services.
Objectives  To manage the all hotel services and control the activities.
 To capture market share by 40% within 2021.
 To influence international customers by using effective
communication channel.
 To maintain hygiene and safety for customers that can help to
build trust between customers.

Integrated marketing
communication strategy
Messaging strategy – A New marketing tagline is going to be use by
Fairmont such as “be healthy and be safe” that debut sporting upbeat
message.
Creative strategy – The chosen organisation uses this strategy by
introducing new products and services in their hotel that can attract the
customers and increase the sale.
Communication strategy– SMS, online website, social media and
other will be use by event manager that can help to increase the
performance.
Integration strategy – In this strategy, organisation is using process as
launch, pre launch and post launch services that will helps to bring
improvements.
Continue…

Budgeting The management of such organisation set the budget
for staying as:
Living status Amount
2 night/3 days 5000 £
3 night/4 days 8000 £
4 night/ 5 days 12000 £
Food services will be charges according to customers
wants and products that will be competitive prices.
Evaluation and control Hype marketing campaigns and web testing activities will
helps to control over measures and get the feedback which
help to maintain the good performance. Moreover,
communication analysis will help to increase the number
of customers by delivering messages.
Continue…

 From the presentation it can be concluded that communication objectives are set by
management of hospital industry by analysing the information and making right decisions. this
is important for organisation to deliver best quality of products and services in relation to hotel
so customers get attracted and maintain the good performance. Communication channel are
uses to providing information and creating brand image by attracting the people and deliver
quality of service. A integrated marketing communication plan is prepared by management by
identifying objectives which helps to select the best strategy for attaining the goals.

Conclusion

 Rasul, T. and Hoque, M. R., 2020. A review of social media research in
the tourism and hospitality Industry through the lens of social
structure. Tourism Recreation Research, pp.1-3.
 Alabadi, H. F., Sultan, Y. H. and Alkaseer, N. A., 2019. Integration of
strategic wellness and sustainable marketing to achieve competitive
advantage in the Tourism Industry: An empirical study in a sample of
Iraqi tourism agencies. African Journal of Hospitality, Tourism and
Leisure. 8(5). pp.1-12
References

Thank You